Factors Influencing International Students' Choice to Study at Malaysian Private Higher Education Institutions

Abstract

The decision of international students to pursue private HEIs in Malaysia is examined in this study. It attempts to investigate the relationship between the programmes offered, the tuition price, an institution's recognition and reputation, and the choice made by international students to enroll in Malaysian private higher education institutions (HEIs). This paper aims to identify the determining elements while choosing to attend Malaysian private HEIs, and the push-pull theory was applied. Through an online survey, a total of 110 respondents were gathered. The findings of Pearson's correlation analysis revealed a substantial association between the programme offered, the cost of education, the reputation and recognition of institutions, and the choice of international students to study in Malaysian private HEIs. The findings of this study can be valuable to policymakers, educators, and higher education institutions in Malaysia, as they provide insights into the factors that influence international students' choice to enroll at private HEIs. The results may also be useful for marketing and recruitment strategies to attract more international students to Malaysian private HEIs. Recommendations for HEIs are provided based on the findings.